1. Home care overview
Home care industry overview

2. Components of Home Care
Bleach
Toilet Care
Dishwashing
Laundry Care
Surface Care
Air Care
Polishes
Insecticides

3. Home Care Big Rocks
Focus on Laundry, Dishwashing, and Hard Surface Care segments
Develop formulation science expertise
Expand global application testing capabilities
Gain clear understanding of market needs
Accelerate growth of existing business
Restructuring and reposition home care offerings
Increase market penetration via channel partners
Capitalize on cross-selling opportunities of combined hAAFI/ISP portfolio
Partner with strategic MNC’s to drive collaborative innovation
Leverage PC ‘privileged supplier’ status
Develop/earn access to high value projects
Invest in capabilities required for partnership

4. Home Care Big Rocks Drive growth through innovation
Exploit internal Ashland technology and expertise
Develop market–driven technology to change the industry
Accelerate INNOVA projects and build robust project pipeline
Generate growth in emerging regions
Build clear understanding of regional needs and market drivers
Access developing regions via MNC and targeted regional growth opportunities
Develop applications knowledge of regional cleaning habits

5. Home Care – Technology Overview
Core Product Lines
Home Care Applications
Acrylates
Delivery of Anti-Soil Redeposition
Enable Rheology Modification
Provide Mineral Sequestration
Deliver Particulate Dispersion
Cellulose Gum
Provide Anti-Soil Redoposition
Biocides
Provide Product Preservation
Enhance Surface Microbial Control
Pyrrolidone Derivatives
Deliver Dye Transfer Inhibition
Provide Wetting
Support Particulate Dispersion
Enable Disintegration
Act as Binding Agents
Pyridine Derivatives
Provide Anti-Soil Redeposition
Surface Cleaning
Dye Transfer
Inhibition
Rheology Modification
Anti-Soil
Redeposition
Broad Range of Technologies and Functionalities

6. Aqualon™ and
Blanose™ carboxymethylcellulose (CMC)

7. Aqualon™ and Blanose™ CMC Structure
Idealized Structure of CMC - DS of 1.0
Tradename: Aqualon and Blanose carboxymethylcellulose
INCI Name: Cellulose Gum
Other Names: CMC, Na CMC
Charge: Anionic
Regulatory: Food, Pharm

8. Aqualon™ and Blanose™ CMC Applications
A hydrophilic, natural-based rheology control polymer with unsurpassed water binding capability: Laundry detergents
Thickener..7MCF
Soil suspension/release…9M31F
Higher salt tolerance..9M31F
Better flow..7MCF/9M31F
Tablets…7H4
“Whiteness”..9M31F
0.5% up to 3% on weight

9. Natrosol™ hydroxyethylcellulose (HEC)

10. Idealized Structure of HEC
Natrosol™ HEC Structure
Idealized Structure of HEC
DS = 1.0
Hydroxyethyl MS = 2.5
Tradename: Natrosol hydroxyethylcellulose
INCI Name: Hydroxyethylcellulose
Other Names: HEC
Charge: Nonionic
Regulatory: “CS”=Cosmetics, Pharm (only)

11. Natrosol™ HEC Applications
Highly efficient, salt tolerant, anionic and cationic surfactant compatibility polymeric thickener with excellent lubricating properties:
Liquid household cleaners, toilet cleaners and fabric softeners….Natrosol 250HHR/250MHR/PLUS HEC.
Thickener for Household and Toilet cleaners …Natrosol 250HHR/MHR HEC
Fabric Softening….Natrosol Plus HEC
Up to 1% on weight

12. Klucel™ hydroxypropyl- cellulose (HPC)

13. Klucel™ HPC Structure Tradename: Klucel hydroxypropylcellulose
INCI Name: Hydroxypropylcellulose
Other Names: HPC
Charge: Non-ionic
Regulatory: Food, Pharm

14. Klucel™ HPC Applications
Film forming, natural based polymer soluble in water as well as PG and a wide range of polar organic solvents:
Bathroom cleaners …recommend Klucel G or M HEC grade.
Features
Great film former for toilet bowl cleaners…Klucel G or M HEC grades.
Up to 0.5% on weight

15. Dye Transfer Inhibition – Laundry
Acetylenics
Color safe detergents
Performance in disparate conditions
Assurance/confidence
Customer
Needs
Dye complexation
Effectiveness across a wide range of dyes
Effectiveness across a wide range of use conditions
Soluble and stable in current formulations
Performance at low concentrations/use cost
Non-hazardous

16. Focal Technologies – Dye Transfer Inhibition
PVP & ChromaBond™ polymers
PVP Polyvinylpyrrolidone (PVP K-30, K-60)
ChromaBond S-100 polymer poly vinyl pyridine betaine
ChromaBond S-350 polymer poly vinyl pyridine N-oxide
Highly water soluble molecules
Effective DTI’s which readily complex with dyes in wash liquor
Secondary benefit as anti soil- redeposition agents
PVP is also used:
To stabilize enzymes in powder detergents
To cross-link iron for rust removal in automotive pastes
Chromabond™ S-350 polymer

17. Dye Transfer Inhibition (DTI) Technology
Problem – Redeposition of soluble dyes from wash liquor
Bulk dye transfer (classic “pink whites”)
Combined dye transfer (greying of fabrics)
Solution – Polymers that complex with the dyes and inhibit deposition
Technology Types –
Poly(vinylpyrrolidone) [PVP]
Poly (vinylpyridine betaine) [ChromaBond™ S-100 polymer]
Poly(vinylpyridine N-oxide) [ChromaBond S-350 polymer]

18. PVP – Broadly Used Standard
Water soluble, nonionic polymer, stable under basic conditions
Minimal interaction with fabric
Complexes anionic dyes
PVP interacts with anionic surfactants resulting in loss of efficiency
Loses efficacy in hard water & at elevated temperatures

19. Strategies to Improve Upon PVP
Enhance polymer/dye interaction
Aromatic character
Charge
H-bonding
Decrease polymer/surfactant interaction
Decrease hydrophobicity
Increase bulkiness

20. ChromaBond™ S-100 polymer (4-Vinylpyridinium Betaine)2 n
Cl- N + -
Na+ C H C O O 2
Ref:- US Patent number:- 5,776,879

21. ChromaBond™ S-350 polymer (4-Vinylpyridinium N-Oxide)2 O + -

22. Color Protection Summary
Chromabond™ PB (S-100) and PVNO (S-350) polymers
Performance at very low polymer concentration
3 - 5 times more efficient than PVP
Effective over a wider range of dyes
Tolerates higher concentrations of anionic surfactant
Superior performance on synthetic fabric types
Anti soil-redeposition
Chromabond S-100 polymer is an efficient anti soil-redeposition aid
Superior to PVP and CMC
Chromabond S-100 polymer recommended
High water hardness
Low or no chlorine bleach addition
Anionic surfactant present
Chromabond S-350 polymer recommended
Chlorine bleach is commonly added
PVP recommended
Low cost applications
Co-blended with Chromabond polymers

23. Focal Technologies – Soil Deposition
CMC Grades
Jaypol™ HN44/S44 polymers
Sorez™ 100 polymer
Sorez HS 205 polymer
PVP
Chromabond™ polymers
CMC, PVP, and Chromabond polymers and polyacrylate limit redeposition of soils in solution
Sorez 100 polymer forms a protective film that provides soil release and allows removal during the wash cycle
Sorez HS 205 polymer forms a protective film on hard surfaces to provide easier cleaning

24. Sorez™ HS 205 polymer
Chemical description: Vinyl pyrrolidone/dimethylaminoethylmethacrylate

25. Sorez™ HS 205 polymer Kitchen cleaners
Sorez HS 205 polymer is substantive to ceramic tiles
Works as an oily soil release polymer
Cleaning easier, with less scrubbing energy required
Toilet bowl cleaners
Sorez HS 205 polymer works as a long lasting soil release polymer
Anti-scale performance
All-purpose bathroom cleaners
Sorez HS 205 polymer brings easy cleaning benefits
Glass cleaners
Sorez HS 205 polymer makes glass surfaces hydrophilic after cleaning
Prevents water beading and spots and streaks

26. Schematic representation of Sorez™ 100 polymer deposition onto polyester fabric
polyester substrate
HI&I – May 27, 2011

27. Soil Release: Polyester Fabrics (Final Wash)
Control (No Polymer)
Soil Release: 5.9 %
1% Sorez 100 polymer
Soil Release: 67 %
HI&I – May 27, 2011

28. Deposit Control – Auto Dishwash
Acrylates – Acetylenics – Mineral Deposit Control
No spotting
No filming
No soil left on glassware
Sparkling clean dishes
Customer
Need
Mineral hardness control
Soil dispersion
Protein soil anti-redeposition
Improved sheeting
Faster drying

29. Encrustation Control – Global Laundry Nomination for INNOVA
Acrylates/Acetylenics – Mineral Scale Control
Whiter whites
Brigher colors
“Bring back black”
“Color restore”
Customer
Needs
Anti-greying/anti-encrustation
Anti redeposition
Improved cleaning
Mineral salt control
Inhibition
Dispersion
Crystal modification
Solids dispersion

30. Simplified Monomer Functionality Chart
CaCO3
CaSO4
Cax(PO4)y
Iron
Zinc
Organics
Salt Stab
Carboxylate + -
+ MA
- AA
Sulfonate
Conc.
Dependant
Non-Ionic
Crystal Mod.
Threshold
Chelation
(HPA)
(H2O-
Phobic
Forms)

31. Jaypol™ HN70 polymer – Maleic Rich Copolymer
Maleic Anhydride
2,5 Furandione
Preparation of Maleic Anhydride for Polymerization
NaOH, Water
Sodium Maleate
2,5 furandione, Sodium Salt
Copolymerization with Acrylic Acid
Acrylic Acid, Initiator (H2O2)
-[CH2-CH2-COO- Na+]n-[Na+ -OOC-CH2-CH2-COO- Na+]n’
2-Propenoic acid, polymer with 2,5-furandione, sodium salt or
Copolymer of sodium acrylate and sodium maleate

32. Jaypol™ HN70 polymer – Maleic Rich Copolymer
Copolymer of maleic anhydride (>50% maleate functionality)
Very low molecular weight (~ 2,000 daltons)
Highly stable in “stressed” waters
High ph/alkalinity
High electrolyte content
High mineral hardness content (calcium, magnesium…)
Potential applications
Anti-encrustation agent for laundry
Autodish as phosphate/chelate replacement
Builder in laundry applications
Scale remover in hard surface cleaners

33. Jaypol™ HS77 polymer – SASMAC Copolymer
Sodium Maleate
Sodium Allyl Sulfonate
Copolymer of sodium allyl sulfonate and maleic anhydride
Very low molecular weight (~ 1, daltons)
Highly stable in “stressed” waters
High ph/alkalinity
High electrolyte content
High mineral hardness content (calcium, magnesium…)
Potential applications
Autodish as phosphate/chelate replacement
Builder in laundry applications
Scale remover in hard surface cleaners

34. Surfadone™ wetting agents
Surface active Alkyl Pyrrolidones
Surfadone LP-100 wetting agent N-Octyl-2-Pyrrolidone (NOP)
Surfadone LP-300 wetting agent N-DoDecyl-2-Pyrrolidone
Powerful surface tension reduction at low level (e.g. 0.1%w/w):
Synergistic performance with anionics or nonionics
Fast acting (dynamic) where short contact time, e.g. wet wipes
Powerful wetting
Low foaming
Conform to Detergent Regulation EC 648/2004

35. Easy-Wet™ 20 wetting agent
Patented formulation based on n-Octyl-2-Pyrrolidone
Powerful wetting at very low use levels (e.g. 0.01% w/w):
Low energy substrates e.g. teflon, silicone
Polyolefins eg polypropylene, Parafilm® M*
High energy substrates e.g. aluminium
Dramatic equilibrium surface tension reduction
High foaming
Conforms to detergent regulation EC 648/2004
*Spreading of 0.2ml drop of 0.05% w/w aq dye solution
*Trademark owned by a third party

36. Setleze™ 3000 polymer
Vinyl Pyrrolidone Dimethylamino Propyl Methacrylamide (VP DMAPMA)
Patented one-step process produces a water-soluble and cross-linked water-insoluble VP DMAPMA
Film-forming polymer and high surface area nano-particles ensure excellent flocculation of particulates and oils
No Setleze polymer
0.01% Setleze polymer

37. Disintex™ disintegrants
Polyvinyl Polypyrrolidone (PVPP)-based disintegrants
Hydrophilic water-insoluble polymer which on addition of water:
Swells with high hydrostatic pressure causing rapid tablet break-up
Afterwards is rapidly dispersed resulting in low residues
Disintex 75 disintegrant pure PVPP for Auto Dishwash (ADW) and water softening tablets
Disintex 200 disintegrant CMC-free blend for ADW and water-softening
All Disintex disintegrant have minimal effect on tablet friability

38. Jaypol™ 213 polymer and Jaypol 213D polymer
Cationic liquid dispersion polymer (LDP)
Compatable and effective in cationic and acidic systems
Acrylamide free
Shear thinning allows pourability
Easily formulated
No heating required
No pre-dilution required
Provides consumer desired “look and feel” to fabric softeners
Reduces softener buildup in machine delivery systems
Reduces clean-out time in manufacture of fabric softener products

39. Jaypol™ 213 polymer – Solution Viscosity versus Addition Rate
Linear viscosity response
Low usage rate
Precise viscosity control
Fabric softener formulation with Ester Quat, final pH 2.3

40. Jaypol™ 213 polymer – Solution Viscosity versus Addition Rate
Shear thinning
Increased pourability
Decreased residual material in delivery systems
Fabric softener formulation with Ester Quat, final pH 2.3

41. Disclaimer
The information contained in this presentation and the various products described are intended for use only by persons having technical skill and at their own discretion and risk after they have performed necessary technical investigations, tests and evaluations of the products and their uses. This material is for informational purposes only and describes the scientific support for the use of the products described herein as an ingredient in cosmetic products intended to enhance appearance and other cosmetic benefits or to enhance performance of an end product. Certain end uses of these products may be regulated pursuant to rules governing medical devices or other regulations governing drug uses.  It is the purchaser’s responsibility to determine the applicability of such regulations to its products.  While the information herein is believed to be reliable, we do not guarantee its accuracy and a purchaser must make its own determination of a product’s suitability for purchaser’s use, for the protection of the environment, and for the health and safety of its employees and the purchasers of its products. Neither Ashland nor its affiliates shall be responsible for the use of this information, or of any product, method, formulation, or apparatus described in this brochure. Nothing herein waives any of Ashland’s or its affiliates’ conditions of sale, and no statement, information and data is to be taken as a guarantee, an express warranty, or an implied warranty of merchantability or fitness for a particular purpose, or representation, express or implied, for which Ashland and its affiliates assume legal responsibility. We also make no warranty against infringement of any patents by reason of purchaser’s use of any information, product, method or apparatus described in this presentation.
® Registered trademark, Ashland or its subsidiaries, registered in various countries
™ Trademark, Ashland or its subsidiaries, registered in various countries
© 2013, Ashland